Diseño de estrategías de marketing de servicios para incrementar la santisfacción de los clientes de la Clínica Odontológica Bludental de la Ciudad de Guayaquil. Año 2017
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2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo analiza la incidencia del marketing de servicios en la satisfacción del cliente de los pacientes (clientes) de la clínica odontológica Bludental. Siendo el marketing una estrategia actual que ayuda de manera eficaz a incrementar la demanda de servicios, se realizó un estudio enfocado a los clientes de la clínica en la ciudad de Guayaquil, sector Norte. Se aplicó encuestas a los clientes a fin de determinar la calidad del servicio y la satisfacción percibida. Al igual que se realizaron entrevistas a los especialistas para diagnosticar la situación actual de la clínica en el manejo de estrategias de marketing de servicios y debilidades en la atención al cliente.
Con la elaboración del proyecto se pretende incluir estrategias de marketing de servicios para incrementar la satisfacción de los clientes de la clínica Bludental, de tal forma se plantea una propuesta que ayude a los especialistas y personal administrativo a mejorar la calidad del servicio dado.
El proyecto está conformado por cuatro capítulos; el capítulo uno donde se plantea el problema, en el capítulo dos está el marco teórico del proyecto, constan los antecedentes de estudio y se definen las variables, en el capítulo tres la metodología y en el capítulo cuatro se desarrolla la propuesta donde se especifican las estrategias de marketing a aplicar al servicio de la clínica Bludental.
This paper analyzes the incidence of service marketing on customer satisfaction and the quality of service given to the patients (clients) of the dental clinic BLUDENTAL. Since marketing is a current strategy that effectively helps to increase the demand for services, a study focused on the clients of the clinic was conducted in the city of Guayaquil, northern sector. Customer surveys were conducted to determine quality of service and perceived satisfaction. As well as interviewing the specialists to diagnose the current situation of the clinic in the management of marketing strategies of services and weaknesses in customer service. The project is intended to include service marketing strategies to increase client satisfaction at the BLUDENTAL clinic, so a proposal is put forward to help specialists and administrative staff to improve the quality of the service provided. The project is made up of four chapters; Chapter one where the problem arises, chapter two is the theoretical framework of the project, the study history and the variables are defined, in chapter three the methodology and chapter four develops the proposal specifying the Marketing strategies to apply to the BLUDENTAL clinic service.
This paper analyzes the incidence of service marketing on customer satisfaction and the quality of service given to the patients (clients) of the dental clinic BLUDENTAL. Since marketing is a current strategy that effectively helps to increase the demand for services, a study focused on the clients of the clinic was conducted in the city of Guayaquil, northern sector. Customer surveys were conducted to determine quality of service and perceived satisfaction. As well as interviewing the specialists to diagnose the current situation of the clinic in the management of marketing strategies of services and weaknesses in customer service. The project is intended to include service marketing strategies to increase client satisfaction at the BLUDENTAL clinic, so a proposal is put forward to help specialists and administrative staff to improve the quality of the service provided. The project is made up of four chapters; Chapter one where the problem arises, chapter two is the theoretical framework of the project, the study history and the variables are defined, in chapter three the methodology and chapter four develops the proposal specifying the Marketing strategies to apply to the BLUDENTAL clinic service.
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MARKETING DE SERVICIOS, ESTRATEGÍAS DE MARKETING, SATISFACCIÓN